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广告话语与中国社会的变迁 英文版PDF|Epub|txt|kindle电子书版本网盘下载
- 冯捷蕴著 著
- 出版社： 北京：对外经济贸易大学出版社
- ISBN：9787566311481
- 出版时间：2014
- 标注页数：173页
- 文件大小：71MB
- 文件页数：191页
- 主题词：广告学－语言学－关系－社会变迁－研究－中国－英文
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图书目录
Chapter 1:Introduction1
1.0 A Glimpse at Two Chinese Advertisements in 1980 and 20021
1.1 Socio-Political Changes in China and the Study of the Advertising Discourses4
1.2 Upheavals and Growth in China's Advertising6
1.3 Basic Assumptions for the Present Study7
1.4 Organization of the Study8
Chapter 2:Literature Review9
2.0 Introduction9
2.1 Discourse Analysis:Where Are We Going?9
2.1.1 Moving from the Textual Space to the Socio-Critical Space10
2.1.2 Moving from Monomodality to Multimodality15
2.1.3 Discourse Studies in China:An Overview19
2.2 The Emergence and Development of Critical Discourse Analysis21
2.2.1 CDA:An Introduction22
2.2.2 Different CDA Models24
2.2.3 CDA Studies in Contemporary China30
2.3 Studies on the Advertising Discourse33
2.3.1 Advertising Discourse within the Textual Space33
2.3.2 Advertising Discourse within the Socio-Cultural Space35
2.4 Summary of the Literature Review and Significance of the Present Study37
Chapter 3:Analytical Framework and Research Methodologies41
3.0 Introduction41
3.1 Research Aims and Research Questions41
3.2 The Analytical Framework42
3.2.1 Fairclough's Three-Dimensional Conception of Discourse43
3.2.2 The Working Model:A Top-down Multi-dimensional Approach to the Changing Advertising Discourses44
3.3 Research Methods47
3.4 Sampling48
3.4.1 Rationale behind the Sample Selection48
3.4.2 Sampling Methods51
3.5 Summary58
Chapter 4:Changes in Macro Ideologies and Variations in Institutional Ideologies59
4.0 Introduction59
4.1 Macro Ideologies in Two Distinctively Different Years59
4.1.1 1980:Primarily a Danwei-Dominated Society60
4.1.2 2002:A Strong Growth of Individual Consumerism in Urban China61
4.2 Histories and Institutional Ideologies of Yangcheng and Nanfang63
4.2.1 Variations in the Institutional Ideologies in 198066
4.2.2 Variations in the Institutional Ideologies in 200268
4.3 Summary69
Chapter 5:Changing Advertising Topics71
5.0 Introduction71
5.1 Overview of the Changing Advertising Topics:Danwei versus Individual Consumption72
5.2 1980:Danwei-dominated Advertising Discourses in the Pre-marketization Era75
5.3 2002:Individual Consumption-Dominated Advertising Discourses79
5.4 1980:Variations in the Advertising Topics in Yangcheng and Nanfang84
5.5 2002:Variations in the Advertising Topics in Yangcheng and Nanfang86
5.6 Summary89
Chapter 6:Dimension Two—Changing Value Appeals91
6.0 Introduction91
6.1 Overview of the Changing Value Appeals92
6.2 1980:Imbalance in Utilitarian and Hedonistic Values94
6.2.1 1980:Dominance in Utilitarian Value Appeals95
6.2.2 1980:Rarity in Hedonistic Value Appeals99
6.3 2002:Hybridization of Utilitarian and Hedonistic Values100
6.3.1 2002:Importance in Utilitarian Value Appeals100
6.3.2 2002:Importance in Hedonistic Value Appeals105
6.4 1980:Variations in the Value Appeals in Yangcheng and Nanfang108
6.5 2002:Variations in the Value Appeals in Yangcheng and Nanfang109
6.6 Summary110
Chapter 7:Changing Visual Images113
7.0 Introduction113
7.1 Overview of the Changing Visual Images113
7.2 1980:Dominance in Factual-only Visual Images116
7.3 2002:Factual+More Experiential Visual Images118
7.3.1 2002:Predominance in Using Experiential Visual Images119
7.3.2 2002:Scarcity in Factual-only Visual Images123
7.4 1980:Variations in the Visual Images between Yangcheng and Nanfang124
7.5 2002:Variations in the Visual Images between Yangcheng and Nanfang125
7.6 Summary127
Chapter 8:Changing Verbal Elements129
8.0 Introduction129
8.1 Overview of the Changing Move Structures129
8.2 Similarity in the Obligatory Move Structures131
8.3 2002 versus 1980:More Persuasive Optional Move Structures134
8.4 1980:Variations in the Move Structures between Yangcheng and Nanfang140
8.5 2002:Variations in the Move Structures between Yangcheng and Nanfang141
8.6 Summary142
Chapter 9:Conclusion and Discussions145
9.1 Conclusion145
9.1.1 Main Findings and Implications:Danwei versus Individual Consumption Dominated Advertising Discourses In 1980 and 2002145
9.1.2 Supplementary Findings and Implications:Multi-dimensional Discourse Variations between Yangcheng and Nanfang147
9.2 Discussion148
9.2.1 Hybridity of Ideologies and Discourses in 1980 and 2002148
9.2.2 Dialectical Relationship between Ideologies and Their Discourses149
9.2.3 Suggestions for Further Development in CDA150
9.2.4 Suggestions for Further Research in Advertising Discourses151
English References153
Chinese References167
List of Archived Documents173